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Entrepreneur Press - Ross O'Brien

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170 pages

English

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Publisher Marketing

Full-page ad in Entrepreneur print and digital magazine (3.1 million readers per month)

Email campaign to minimum 340K Entrepreneur subscribers

Banner ads on Entrepreneur.com (audience 14 million unique visitors per month)

Book excerpts shared on Entrepreneur.com to showcase each of the chapter’s content with the inclusion of CTA to buy the book at the retailers

Book cover and text links within related articles and channels on Entrepreneur.com

Content campaigns shared via Entrepreneur’s social networks, which total 13 million engaged

Digital galleys and press kits via NetGalley sent to top editors, reviewers, bloggers, and influential media contacts

Instagram spotlight campaign featuring case studies in the book

Author Marketing

Coordinated social media campaign on author’s social channels and media platforms (43,000 combined followers)

Author email blast to dedicated opt-in list of 8,000

8-10 speaking engagements planned for 2019 with average attendance between 250-25,000

Author has committed to a PR push focused on radio, media partnerships, and podcast push

Full-page ad in Entrepreneur and Green Entrepreneur print and digital magazines (3.1+ million readers/month)

Email campaign to minimum 340K Entrepreneur and Green Entrepreneur subscribers

Banner ads on Entrepreneur.com and GreenEntrepreneur.com (audience 14 million unique visitors/month)

Book cover and text links within related articles and channels on publisher sites

Content campaigns shared via publisher’s social networks (13+ million engaged)

Digital galleys and press kits via NetGalley sent to top editors, reviewers, bloggers, and influential media contacts
The cannabis industry is seeing an explosion of entrepreneurship and a great amount of capital is flowing into the sector globally. It is essential for cannabis business owners to understand how to be one of the few businesses that secure funding.

The answer to bridging this disconnect lies in not only understanding how to build a successful business but, directly listening from investors on what is required when backing a company. And most importantly, why they invest in certain companies, entrepreneurs and not others.

Cannabis Capital is the definitive resource outlining the fundamentals for building a company that will attract investment, why investors will invest and how to successfully raise capital. Ross O’Brien brings more than a decade of investing in private companies, managing a $50 million cannabis investment fund, hosting cannabis industry events, as well as investor forums. O'Brien shares the best practices and shares proven frameworks for success.
Introduction

Part I: Building the Investible Cannabis Company

Chapter 1: You Are Your First Investor

Chapter 2: Building for Long Term Value, A Primer in Running a Successful Private Company

Chapter 3: Financing as a Symptom of Planning, Not the Reason

Chapter 4: Brutal Honesty, Stress Testing Your Business

Chapter 5: The Cannabis Dynamic, Managing for Change

Part II: The Financing Playbook

Chapter 6: Reality Based Forecasting

Chapter 7: Financing Alternatives for Private Companies

Chapter 8: Identifying a Use of Proceeds

Chapter 9: Valuation & Articulating Risk

Chapter 10: Exit Strategies

Part III: Raising Capital

Chapter 11: Preparing the Offering

Chapter 12: Pitching the Offering

Chapter 13: Due Diligence

Chapter 14: Structuring the Deal

Chapter 15: Post Closing

Appendix Resources

i. Investor Databases

ii. Leading Attorneys

iii. Regulatory Experts

Sujets

Entrepreneuriat

entrepreneur

Emprendedor

Finance

General

Business

Economics

General officer

Entrepreneurship

Employabilité, métiers et formations

Small Business

Informations

Publié par	Entrepreneur Press
Date de parution	21 janvier 2020
Nombre de lectures	0
EAN13	9781613084182
Langue	English
Poids de l'ouvrage	1 Mo

Informations légales : prix de location à la page 0,1100€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

CANNABIS capital
HOW TO GET YOUR BUSINESS FUNDED IN THE CANNABIS ECONOMY
ROSS O BRIEN
FOUNDER OF BONAVENTURE EQUITY, LLC
Entrepreneur Press
Entrepreneur Press, Publisher
Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions
2020 by Entrepreneur Media, Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed Entrepreneur Media Inc. Attn: Legal Department, 18061 Fitch, Irvine, CA 92614.
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
Entrepreneur Press is a registered trademark of Entrepreneur Media, Inc.
ebook ISBN: 978-1-61308-418-2
CONTENTS

ACKNOWLEDGMENTS
FOREWORD by Vicente Fox Quesada
INTRODUCTION
Cannabis Is a Dynamic Market
Origins of Cannabis Capital
Bridging the Gap to Cannabis Venture Capital
How to Use This Book
PART I
THE CANNABIS ECONOMY LANDSCAPE
CHAPTER 1
THE CANNABIS ECONOMY
Defining the Cannabis Economy
Cannabis Industries Defined
The Cannabis Economy and Your Venture
The Cannabis Economy s Impact on Raising Capital
Cannabis Capital Takeaways and Action Items
CHAPTER 2
CANNABIS VENTURE CAPITAL
How Private Companies Are Financed
The Investment Lifecycle of a Company
The Investor Landscape
How Venture Capital Works
Why Traditional VCs Don t Invest in Cannabis
The Cannabis Venture Capital Industry
Syndications
Cannabis Capital Takeaways and Action Items
CHAPTER 3
REGULATION, POLICY, AND BANKING
by David T. Mangone
Potential Problems for Investors
Current Federal Protections
Changing Federal Law and Politics Around Legalization
Cannabis Capital Takeaways and Action Items
PART II
ENTREPRENEURSHIP AND PLANNING
CHAPTER 4
CANNABIS ENTREPRENEURSHIP
Defining Cannabis Entrepreneurship
Execution: The Key to Success
Managing the Business
Cannabis Capital Takeaways and Action Items
CHAPTER 5
BUSINESS PLANNING
What Investors Look For in the Business Plan
How It All Syncs Up
Cannabis Capital Takeaways and Action Items
CHAPTER 6
FINANCIAL PLANNING
Introduction to Financial Statements
Investor Evaluations of the P L
Preparing Financial Projections
Determining Your Financial Needs
Should You Raise Money?
How Much Should I Raise?
Additional Rounds of Financing
Cannabis Capital Takeaways and Action Items
CHAPTER 7
VALUATION AND ARTICULATING RISK
What Is Risk?
Private Company Risk
Ask the Important Questions About Risk
The Investor s Risk Assessment Lens
Valuation
Private Company Value Drivers
Private Company Valuation Methods
The CVC Method
Cannabis Capital Takeaways and Action Items
CHAPTER 8
DEALMAKING AND EXIT STRATEGIES
Growth Strategies
Dealmaking as a Discipline
Exiting a Business
Types of Buyers
Types of Exit Strategies
Cannabis Capital Takeaways and Action Items
PART III
RAISING CAPITAL
CHAPTER 9
PRESENTING TO INVESTORS
The Five Rs for Raising Capital
Investment Pitch Materials
Preparing to Pitch
Cannabis Capital Takeaways and Action Items
CHAPTER 10
THE INVESTMENT PROCESS AND DUE DILIGENCE
Phase I: Outreach
Phase II: Investigation
Phase III: Commitments
Cannabis Capital Takeaways and Action Items
CHAPTER 11
DEAL TERMS by Michael Schwamm
Ownership Considerations
Repurchase Right
Dividends
Liquidation Preference
Conversion Right
Anti-Dilution Provision
Protective Provisions
Transfer Restrictions
Drag Along Rights
Tag Along Rights
Right of First Refusal
Registration Rights
Board Seat
Information Rights
Documentation
Cannabis Capital Takeaways and Action Items
CHAPTER 12
WHAT COMES AFTER CLOSING
Governance
Investor Relations
Steward of Capital
Cannabis Capital Post-Closing Takeaways and Action Items
Epilogue-Happy CBD Company, LLC
ABOUT THE AUTHOR
INDEX
ACKNOWLEDGMENTS

T here are countless people who have influenced me over my career and have been instrumental as I pursued a very nontraditional career path. I have been fortunate to receive mentorship and guidance, be challenged by, and receive help from an extraordinary group of friends, family, and contacts since I entered the workforce at 14 and started my first business at 19. I have also discovered the hard way that not everyone has good intentions. But what has become clear is that you simply cannot be successful without a support system of great people who will be instrumental in shepherding you through the difficult times, of which there will be many if you also choose to be an entrepreneur.

No one in my life bas been more important and supportive on this journey than my parents. They are not entrepreneurs per se and certainly don t share my tolerance for risk and uncertainty. Time after time, I found myself going to the Bank of Mum and Dad to make a withdrawal for my next pursuit. This book would not be possible without their unwavering support. Without them, none of this would be possible. Many times during the sleepless nights of writing this book and building a successful business I would use them as my compass to ensure that I was always trying to be the best I can be and bring value to others.
This book started as a finance book. But it really became about entrepreneurship and how starting and running a private company intersects with finance. I consider myself fortunate to have years upon years of failures, all of which have contributed to the experiences that this book is founded on. And without the unwavering support of my Mum and Dad, none of this would have been possible.
I launched Bonaventure Equity as the next chapter in my personal lifelong ambition to be a leading financier of best-in-class entrepreneurs. When we embraced cannabis as our core investment thesis, it became clear that by working with fellow entrepreneurs as true financial partners, we could have a massive impact with what we do. Our mission is to create $1 billion in value and to positively impact 1 billion lives. This means that we need to be global in our scope. We are grateful to Mexico s former president Vicente Fox for anchoring our advisory board to help us realize this mission and for his considerate and inspiring forward.
This book is part of the foundation we are building to deliver on our ambitious plan. I am committed to personally helping create no less than 100 millionaires (or 10 percent of our value creation goal) from the entrepreneurs and business partners we work with every day in support of. This book may be the catalyst for you to be one of those people.
I have intentionally used the term we a lot in this book, as everything I do is empowered by my wonderful family, friends, colleagues, advisors and mentors. I cannot possibly thank everyone who has had an impact on me, but the following people truly stand out in my life and this project.
My best friends, Todd and Tracey Walters and Jarrett and Kristina Bostwick: Your belief in me and support of our mission humbles me every day and although we may not technically be family, you are the extended family that I fight for every day. Our wonderful core team at BVE: Tara Waglow, Bill Kehoe, Mike Elion, Ryan Michaels, and Cody Hughes. To Bryson Nobles, Mike McKenna and Mark Sluiter for friendship and always pointing out when I could use a little humility! Thanks to our partners and friends Hal, Shirley Jason Eis, Nick Leibham (everyone needs a super lawyer as a friend) and Diane Newburg. And thanks to advisors Greg Shugar, Peter Sheptak, and Ricky Williams.
Many thanks to all the contributors: Joe Mimran, Brett Finklestein, Tyler Beuerlien, Mitch Baruchowitz, Troy Dayton, Jon Traubin, Tahira Rematullah, Emily Paxhia, Scott Greiper, Giadha Aguierre de Carcer, David Mangone, Lori Ferrara, Ryan Ansin, Sara Presler, and Michael Schwamm. And to all friends and colleagues I owe a thank you to: Saphira Galoob, Skyler Baab, George J Von Burgh, Jon Barden, Bimal Kapoor, Brian Dooley, Jim Dullum, Ralph Manaker, Jay Lopez, Juan Garcia, Darcy Gramm, Paul Lambert, Greg Whelan, Paul Kasnetz, David Wesner, Ray Hennessey, Maggie Kelly, Scott Cantini, Jennifer Dorsey, Vanessa Campos, Randall Harper, Patty Schreiber, Michael Hilf, Adam and Dawn Weil, Evan and Rachel Dash, Michael Swackhamer, Colin Conway, Ian McCormack, Dan Klein, and my godparents Len and Avis Bruton and the whole Bruton family, my Bulldog family Bob Paganelli and Brian VH Van Horn. Finally, I owe a huge thank you to Congressman Earl Blumenauer and Congressman Ed Perlmutter, Ted Chung, Jim Baudino, Keith Bonnici, and the incomparable Cheech Marin for being early icons and contributing to establishing this Cannabis Economy.
-Ross O Brien, Parksville British Columbia, July 2019
FOREWORD
by Vicente Fox Quesada former President of M